Engaging consumers' senses for creating unique brand positioning

Abstract

In the current economic scenario, where products become commodities within days, it is extremely important and difficult to differentiate products. Competitors, within no time come up with products having similar features. Amid this some brands have been able to differentiate themselves by creating unique sensory signatures for their products which has helped them to not only beat competition, but also earn premiums for their products.

Sensory marketing focuses on engaging consumer's senses and in turn affecting their behaviour. Brands such as Singapore airlines have been able to create unique sensory signatures for their products which engage with all five senses of the consumers providing them with a holistic travel experience. This case educates the readers with the basics of sensory marketing and requires them to think of innovative ways to stimulate consumer's senses. It also introduces the readers to the concept of sensory engagement matrix, which is a tool to measure consumer's sensorial engagement with a particular product or brand. This gives the readers an opportunity to put themselves in the shoes of the decision maker of a large automobile corporation and design a framework for developing a sensory appealing product.

The case is designed to also provide the readers an understanding of the business scenarios in the emerging economies, which are poised to grow at much higher rate. It urges the readers to analyse the market situation of automobile sector (two wheelers) in the Indian markets and design strategies for a new entrant's brand positioning in the already competitive market. The concepts learned are applicable across product categories and geographical markets.